Laner M R, Kamel G W
J Homosex. 1977 Winter;3(2):149-62. doi: 10.1300/j082v03n02_04.
Based on a design used in previous research with heterosexuals "Personals" advertisements, this study reports a content analysis of 359 ads placed by male homosexuals. Following exchange theory, it was hypothesized that, as with heterosexuals, a favorable presentation of self would characterize the advertisements. Further hypotheses predicted that homosexual ads would be more frank than are heterosexual ads and more specific about goals for desired relationships, and that homosexual ads would reflect the "virilization" of the male homosexual subculture. All predictions were strongly supported. The overtly sexual explicitness of many of the advertisements was explained on the basis of differences between same- and cross-sex relationships, and male/female differences in conceptualizing "love."
基于先前针对异性恋者“征友”广告所采用的设计，本研究报告了对男同性恋者刊登的359则广告的内容分析。遵循交换理论，研究假设，与异性恋者一样，广告将以对自我的正面展示为特征。进一步的假设预测，同性恋者的广告会比异性恋者的广告更坦率，对理想关系的目标更明确，并且同性恋者的广告会反映出男同性恋亚文化的“男性化”。所有预测均得到有力支持。许多广告中明显的性直白程度是基于同性和异性关系的差异以及男女在“爱情”概念化方面的差异来解释的。
